The vibrant colour and flair of India will transform Parramatta from 4-10 November 2010, as the capital of Western Sydney hosts the inaugural Australian Festival of South Asian Arts, a major new event to be known as Parramasala. The festival, a joint initiative between Events NSW, Parramatta City Council and State Government, was announced at the launch of the annual Events NSW calendar launch at The Rocks on Wednesday 6 January. With a budget of $6m over three years, Parramasala will initially focus on Indian culture in 2010, with the festival to expand next year into a two-week program reflecting the cultures of the South Asian region – Bangladesh, Bhutan, India, the Maldives, Nepal, Pakistan and Sri Lanka. “I am extremely proud that the first ever Australian Festival of South Asia Arts will take place here in Parramatta, which makes good sense as it is one of the most culturally rich and diverse areas in the state,” Lord Mayor of Parramatta Cr Paul Garrard said. “Parramatta is also home to a significant South Asian community, and this major new event for Sydney will be an exciting and fitting celebration of South Asian culture that enriches our whole community,” he said. Parramasala will cover many aspects of South Asian culture with events focussing on sport, film, theatre, art and entertainment, as well as establishing important business links between Parramatta and South Asia. Planned events include a film festival featuring the very best of Australian-Indian film making and Bollywood blockbusters, a pro-celebrity 20/20 cricket match, live theatre, and contemporary and classical music concerts.

One of the highlights will be the opening parade which will transform the streets of Parramatta into an exciting blend of Western and South Asian culture. Other plans include creating an Indian-style bazaar and spice market and staging a major concert at Parramatta Stadium. Full details of the program will be announced later in the year. The Minister for Western Sydney and Member for Granville, the honourable David Borger MP, was instrumental in developing the new festival. “This announcement is excellent news for Parramatta and the whole of Western Sydney. Our links with South Asia are already strong and Parramasala can only serve to strengthen them further and boost our economy, culture and international profile,” Mr Borger said. “Not only does this event place Parramatta firmly on the international stage in terms of cultural events, but also gives the local business community an outstanding opportunity. The spending power of the thousands of visitors who we will welcome to the area will benefit all economic sectors, while those businesses looking for overseas suppliers or export contacts will hopefully have many doors opened for them,” he said. Parramatta was chosen to host the Festival because of its rich ethnic mix. More than 40% of its 162,000 residents were born overseas with nearly 5% born in India, compared to 1.3% for Greater Sydney. Masala is the Hindi word for ‘mix’, and Parramasala reflects the mix of Australian and Indian culture working and living together in the City. A website has been created where updates on programming will be posted on a regular basis. Visit www.parramasala.com.au.

For interview or media enquiries contact:
Parramatta City Council Communications Officer Colin Hyde
Tel: 9806 5070 Email:chyde@parracity.nsw.gov.au